綠色品牌形象、來源國形象、綠色滿意度對綠色消費者購買意願之影響

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Title:	綠色品牌形象、來源國形象、綠色滿意度對綠色消費者購買意願之影響
Authors:	蕭吟庭
Contributors:	國際企業管理學系
Keywords:	綠色品牌形象 green brand image 來源國形象 country-of-origin 綠色滿意度 green satisfaction 綠色消費者購買意願 green purchase intention
Date:	2012
Issue Date:	2012-11-01 10:52:48 (UTC+8)
Abstract:	綠色行銷與綠色消費為近年來熱門的研究議題，。本研究目的為探討綠色消費者是否因綠色品牌形象、來源國形象與綠色滿意度之影響進而形成綠色消費者購買意願影響，因此，將綠色品牌形象與來源國形象設為自變數，綠色滿意度為中介變數、綠色消費者購買意願為因變數來進行研究。研究方法採問卷調查法，以大台北地區選擇購買具有節能標章的家電產品之綠色消費者為調查對象，先選取賣場後，再以便利抽樣之方式，對消費者於賣場購物結束時進行調查。問卷共計發放350份，無效問卷共計40份，有效問卷共計310份，回收率為85.4%。研究結果顯示，綠色品牌形象與來源國形象對綠色消費者購買意願有正向影響；綠色品牌形象正向影響綠色購買意願，進一步影響消費後綠色滿意度的評價；在來源國商品形象方面，來源國聲譽形象、來源國刻板形象正向影響綠色購買意願，進一步影響消費後的綠色滿意度；而來源國聲譽形象、來源國刻板形象正向影響綠色購買意願，進一步並不會影響評價的綠色滿意度。 Green marketing and green purchase intention are popular research topics in recent years. The purpose was to find out the green purchase intention, green brand image, country of origin, country of origin of thus the Green Purchase Intentions, Green brand image and the country of origin as I.V. Using random sample selected stores in Taipei. Total recovery was 85.4%. The study results shows green brand image and country of origin has a positive impact on the green purchase intention. Study results show green brand image, positive impact on the green purchase inten-tion, further affect the consumption and evaluation of green satisfaction. Country of origin product image. Image of the reputation of the country of origin, country of origin stereotypes positive impact on the green purchase intention, and further affect the green consumer satisfaction. Country of origin product image. The image of the reputation of the country of origin, country of origin stereotypes positive impact on the green pur-chase intention, and further does not affect the evaluation of Green satisfaction.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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